Machine generated contents note: 1.What is Persuasive Writing? -- Why are you writing? -- Who is your audience? -- Reader Response = Result -- 2.Tools for Persuasive Writing -- Ethos, Logos, Pathos -- Using emotive language -- You, We, I -- getting personal -- FABU -- Storytelling -- Persuasive writing example -- 3.Persuasion --- Beyond Logic -- The science of decision-making -- Primacy -- why coming first matters -- Availability -- Consistency and why we hate changing our minds -- Justification and evidence -- Simplicity -- Loss and reward -- a bird in the hand -- Outside influences -- following the herd -- Repetition, repetition, repetition -- Anchoring -- decision-making all at sea -- The halo effect -- Recency -- the here and now -- The reader is always right -- 4.Commercial Break: Advertisement Slogans -- 5.Conciseness Equals Clarity -- Ason and the Jargonauts -- Sentences that are too long -- The writer's diet -- cutting padding -- Culling lazy words -- Examples, similes and analogies -- A seven-step concise writing process -- 6.Verbs Equal Vigour -- Grammar refresher -- Verbs just wanna have fun -- Verbs in disguise -- noun suffixes -- 7.Mistakes -- Commonly confused words -- Using the wrong word -- Scattershot punctuation and no punctuation -- Poor spelling -- `Mistakes' that aren't mistakes -- 8.Planning and Structuring -- Plan, draft, edit -- Document structures -- 9.Layout, Fonts and Formatting -- Font choice -- Layout -- Headings -- Bullets -- Tables and diagrams -- 10.Tips for Common Documents -- More effective emails -- Writing for the web -- Persuasive CVs -- Executive summaries and abstracts -- Grant funding -- Feedback, fear and a favour -- 11.Persuasion -- the Dark Arts -- Assume causality -- It's common sense, stupid -- It's common knowledge -- Abuse statistics -- Widen or narrow definitions -- Flattery will get you everywhere -- And a few more -- The End.
